Sony Pictures has found a unique way to build excitement for Spider-Man: Brand New Day by teaming up with football legend Lionel Messi. The crossover campaign featuring Messi and Tom Holland has gone viral, delighting both Marvel enthusiasts and football fans ahead of the film's worldwide release on July 31.

The promotional collaboration arrives at a perfect time, with Messi dominating headlines through his exceptional performances at the FIFA World Cup 2026, making him one of the most talked-about athletes on the planet.

Messi and Tom Holland unite for Spider-Man campaign

Sony Pictures released a special promotional video featuring Tom Holland as Spider-Man alongside Lionel Messi in a fun, football-themed sequence. Accompanied by the tagline "Who's got next?", the campaign encourages moviegoers to secure their tickets before the film reaches theatres.

The advertisement combines Marvel's superhero universe with the energy of international football, creating a crossover that few fans expected. Messi appears alongside Holland in a playful exchange inspired by the excitement surrounding the FIFA World Cup, bringing together two of the world's biggest entertainment icons.

The campaign quickly gained traction across social media platforms, with fans praising Sony's creative marketing strategy. Many called it one of Marvel's most memorable promotional collaborations in recent years.

Spider-Man begins a fresh journey

Spider-Man: Brand New Day marks Tom Holland's return as Peter Parker following the events of Spider-Man: No Way Home. The upcoming film explores Peter's new life after Doctor Strange's spell erased the world's memory of his identity.

Now completely anonymous, Peter must rebuild his life while confronting dangerous new threats that stand in his way. The film promises a fresh beginning for the beloved superhero while introducing new villains and challenges to the Marvel Cinematic Universe.

Advance ticket bookings have already opened in several countries as anticipation continues to build ahead of its theatrical debut.

Lionel Messi dominates FIFA World Cup 2026

Away from Hollywood, Lionel Messi continues to prove why he remains one of football's greatest players. At 39 years of age, the Argentina captain has produced a sensational group-stage campaign at the FIFA World Cup 2026, guiding the defending champions into the Round of 32 with a flawless record.

Argentina secured victories over Algeria, Austria, and Jordan, finishing at the top of Group J with nine points from three matches.

Messi has already scored six goals in the tournament, placing himself among the leading contenders for the Golden Boot. His performances have included a hat-trick against Algeria, a brace versus Austria, and a stunning free-kick after coming off the bench against Jordan.

Another historic milestone for Messi

The goal against Jordan added another remarkable achievement to Messi's extraordinary career. He became the first footballer to score in seven consecutive FIFA World Cup matches, further strengthening his legacy on the sport's biggest stage.

The strike also took his overall World Cup goal tally to 19, extending his impressive record in the competition.

Argentina eye another World Cup triumph

With the group stage complete, Argentina will now face Cape Verde in the Round of 32. Managed by Lionel Scaloni, the reigning world champions remain among the strongest contenders to lift the trophy once again.

As Spider-Man: Brand New Day gears up for its theatrical release and Messi continues to inspire Argentina's title defence, the football superstar is enjoying a remarkable moment in both the sporting and entertainment worlds. The crossover campaign has only amplified his global popularity, making it one of the biggest promotional moments of the year.